Article Number : 5018 |
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| Date | 10/29/2009 8:45:04 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=5018 |
| Abstract | By Mallory Redburn BOLOGNA, ITALY—A worldwide economic slump didn’t stop exhibitors and visitors from participating in the 27th edition of Cersaie. The world’s largest exhibition of ceramic tiles and bathroom furnishings was once again... |
| Article | By Mallory Redburn BOLOGNA, ITALY—A worldwide economic slump didn’t stop exhibitors and visitors from participating in the 27th edition of Cersaie. The world’s largest exhibition of ceramic tiles and bathroom furnishings was once again center stage for the latest innovations and product introductions. While many markets have been reporting drops in both exhibitors and attendees in the high single to low double digits, Cersaie’s exhibition space was once again sold out, hosting 1,036 exhibitors from 34 countries. And show organizers reported just a 1.6% decrease in attendance from 2008, with 83,137 this year, compared to last year’s 84,537. Within those figures, 23,138 (28%) were tallied to be international visitors. Attendees included distribution professionals, architects and interior designers, as well as representatives of installation companies and large building firms from all over the world. Certainly, the main reason for the hype of the show and its huge crowd appeal belongs to the unveiling of the newest products and innovations to hit the market. Much was to be said to the U.S. market—at a time when it is in a housing crisis, many of the trends involved tiles fit for renovations and easier, more cost effective installations. Franco Manfredi, chairman of Confindustria Ceramica, noted the Italian tile industry invested approximately $454.2 million in 2008 for technology and innovation aimed at product manufacturing. “Innovation will give new use to tile application.” Innovation was indeed apparent at this year’s show. A growing development included “thin”—a concept that promotes green design, which was also heavily pushed to a more earth savvy market. A continued trend that has been seen in past years belongs to tile imitating the look of other materials, such as stone and wood, was again endorsed this year as well. Del Conca promoted its new 5mm Zaro collection and gave a presentation highlighting some of the benefits of thin tile. “It’s especially wonderful in terms of reconstruction and renovations because it can be put over an already existing material,” said Enzo Mularoni, CEO. “You don’t need a crew, making it cheaper to install over something existing. Another benefit is it’s not as heavy, which means less weight for shipping and more room for storage. We want to be sensitive during this economic crisis and have to be effective when producing to give the most value for the consumer’s money.” Other companies building on this notion included La Fabbrica with its Cathay collection. Already a popular line in America, but in a thicker version, the company wanted to improve on it. Cathay 4Fine, is a decorative 4mm thick tile available in a shiny or matte finish and can be placed right over an existing material when renovating. Ergon featured its Green-Light Alabastro collection, which is available in a 4.5mm thickness. And although Patricia Uruiola decided to increase her Mutina Dericher’s collection’s thickness from 3mm to 4mm, it was all for good purpose. The tile no longer contains any fiberglass and is therefore “more durable.” Two colors were added as well—mocha and beige. Sustainability As for the green movement, many companies are taking a dive into recycled glass found in television cathode tubes as well as computer monitors, which is considered post-consumer material. Therefore, a company such as Refin, which is already manufacturing with more than 40% pre-consumer recycled material, is also now—for the first time— developing with post consumer material. The newly available Tracce collection comes in six colors, including Luce (white) that is manufactured using 20% postconsumer recycled glass derived from the cathode ray tubes of obsolete TV sets. Caesar introduced Uniqua, a porcelain stoneware travertine series, which also utilizes 20% post consumer recycled glass derived from the same process as Refin. Uniqua’s color shades create a changeable light effect through the mixing of different shades of colored clays. Furthermore, the translucent pressed ceramic materials are added, giving the slab an effect of depth and detailing, according to a company spokesperson. Caesar also reintroduced its wood line with a much wider plank as well as a travertine series. When mimicking other materials, tile is no stranger, and is often made to imitate such things as wood and stone. In addition to some of the products already mentioned, other product launches included Emilceramica’s Golden Wood collection. Available in five colors and four sizes, the product’s surface is smooth and plain, with the internal vein patterns of wood. Aside from product trends, architect Renzo Piano held a keynote session, “Creating Architecture,” which drew a packed crowd. However, prior to his speech, he treated the press to a personal meeting where Piano stressed the importance of low consumption in buildings, correlating with many of the trends evident at this year’s show. “Less consumption means architects need to turn this into a language.” Also of note was when American architect, Michael Johnson, received the 11th Aldo Villa Award for his commitment to Italy’s ceramic sector. Johnson, a frequent user of the country’s tile for his projects, is the first architect from North American to receive this prestigious award. The next edition of Cersaie is scheduled for Sept. 28 to Oct. 2, 2010. |